CLIENT
Piedmont Federal Savings & Loan
Nick W. Mitchell Jr., Pres. and CEO
Richard Wagner, Sr. VP and Treasurer
Jolene McKenzie, Sr. VP and Secretary
Larry Stephenson, Mktg. Dir.
AGENCY
Rob Niccolai, Dir. of Account Development
Bart Rippin, Account Executive
Keith Borshak, Creative Dir.
Paul Marince, Sr. Art Dir.
Karen Barnes, Copywriter
Peter Mitchell, VP- Principal
SUMMARY
In the midst of the home refinancing rate wars, Piedmont Federal Savings & Loan of Winston-Salem, N.C. was losing new customer prospects to the lowest price lenders. Instead of trying to match the competition on price, Piedmont Federal preempted the "hometown pride" emotional high ground as the only area lender that doesn't sell its loans to out of town mortgage companies. The compelling message and tone of the "It's Your Mortgage. Keep It Here." campaign helped to generate a +21% increase in new mortgage originations versus the previous 18 months.
